Publicis Groupe is acquiring 160over90, a global sports and culture agency owned by talent and media holding company WME Group, in a move the advertising company says will create the world's leading data-driven sports marketing platform.
Commercial details haven't been released.
160over90 has more than 670 employees across the US, UK, EMEA and APAC and has delivered activations across the Super Bowl, Olympic Games and FIFA World Cup.
It will be integrated with Publicis Sports and powered by Epsilon data, the Influential creator platform and Publicis media scale.
"After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport," said CEO Arthur Sadoun.
"By combining 160over90's scale and expertise in sports experiences, culture, and talent with the industry's most powerful connected influencer platform, experiential capabilities, and data-driven insights, we are disrupting a highly fragmented landscape."
The combined Publicis Sports group will report to Suzy Deering, CEO of Publicis Sports, and sit within PMX.
The deal also creates a strategic partnership with WME Group, enabling collaboration between WME's talent and IP roster and Publicis across content financing and marketing partnerships.
"Sport has become the most powerful intersection of culture, commerce and community," said Dave Penski, CEO of Publicis Connected Media.
"Publicis Groupe and 160over90 are uniquely positioned to advance and integrate sports marketing as an addressable and measurable channel."
The global sports media market is valued at $US150 billion, with sports sponsorships exceeding $90 billion.
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